2. Today … Toolkit Taster Session
After today’s session you will:
• Have a better understanding of the
benefits of strategic marketing
• Have an overview of our 7 step
approach
• Have explored some of the key
techniques
• Be prepared to apply the toolkit for
your own purposes
• Know how we can help you further
3. The 7 Step Toolkit
Since its inception:
• Central strategic planning tool at University of
Sunderland, Student and Learning Support e.g.
Quality Model Campaign
2008: • Shared with staff from over 90 libraries and
How our toolkit came to be? information services throughout UK
• New Quality Model Applied for various purposes:
• Wanted to build relationships with
our customers - re-defining services and service offers
• Wanted to nurture conversations
• - strategic marketing/communication plans
Strategic marketing held the key
• Apply strategic marketing to our - planning customer conversations
service culture - Specific purposes e.g. Customer Service
• Exploration led to the creation of Excellence Award
the toolkit – How Do You Like Your
Eggs In The Morning? “This is more than a toolkit – it’s a way of thinking,
• Toolkit consists of our workbook planning and delivering high quality, relevant
and a tried and tested workshop services.” (CILIP UCR Marketing Group)
4. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for each
customer segment (to meet their identified
needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations
5. What is marketing?
it is not: it is:
• An ‘add-on’ to the end of the • A strategic management process
service planning process • The starting point of all service
• Just about promotion planning
• Describing features of a service • Entirely customer led
/product • Benefit driven
• Inward looking • Outward and forward looking
• ‘One size fits all’ • Personalised and targeted
A strategic tool – to help you develop
customer relationships through planned
service offers and conversations
See page 4
6. What can a marketing
plan do for us?
• Ensure we know who our customers are and what they need
• Plan services that fulfil our customers’ needs
• Effectively communicate the benefits of our services
• Ensure customers are motivated to use our services
• Ensure customers make most
of our services
• Demonstrate the difference
we make and the impact
we have
7. All about nurturing
customer conversations
‘A dialogue over time with a specific group
of customers whose needs you understand in
depth, and for whom you develop a specific
offer with an advantage over the offers of
your competitors’
McDonald
8. Step 1. Establish where you
want to go – your strategic
direction & priorities
External Internal
Vision / outlook of: • Mission statement
• Wider organisation • Values / culture
• Sector • Vision / strategy
• Nationally
9. Step 2. Identify your
service offers
List your offers today and those you may
be planning for the future
SWOT
• Strengths
• Weaknesses
• Opportunities
• Threats
See Step 2 page 9
10. Step 3. Identify, segment and
profile your customers
Why?
Need to know who your customers are and what
they need before you can begin to provide it.
You need to know them so that you know how
best to have conversations and build a
relationship with them.
Why segment?
•Everyone is different
•One-size does not fit all ‘The identification of individuals
•Bespoke is often not possible with similar characteristics and
•It makes it manageable
wants ’Jobber
How?
•Use what you already know
•Have conversations with them
•Group those with similar needs, wants, motivations
and characteristics
•Profile them so that you know all about them
•Make sure everyone involved knows who they are See Step 3 page 12
11. US National Park
customer segmentation
• Urban Beach Boys 3.8%
• Inactives 22%
• Young New England Wind Surfers0.9%
• Nature Lovers 27.2%
• Musclers 6.2%
• Thrill Seekers 8.3 %
• Hunt-n-Fish Mens Motor Club 6.3%
• The Take it Easies 25.3%
12. Tourism Queensland
customer segments
Active Explorers
Holidays...where they can be challenged and feel alive
Stylish Travellers
Holidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in life
Self Discoverers
Holidays...where they can enrich their mind and nourish their body
Unwinders
Holidays...where they can reflect and recharge at their own pace
Connectors
Holidays...where they can bond with family and friends
Social Fun-seekers
Holidays...where they can share good times with friends, new and old
14. Who are your segments?
Who are they? What are they about?
• What is their situation? •What difference are they looking to
Part Time? Full Time? Off Campus? you to to make for them?
• Where are they in their journey? •What barriers do they face?
New? Returning? Progressing?
•What are their priorities?
• What subject do they
study/research? •What do they want to achieve?
•What might motivate/interest them?
•What do they want to know about?
Talk about?
15. Activity 1.
Segment your customers
10 mins
In your group identify some key customer
segments. You could do this by:
•Situation/customer journey
•Location
•Skills Level
•Personality type
Or you could think of some other ways.
16. Accommodation
• not bound to a particular type of
The Active •
accommodation
segment most open to staying in backpacker
hostels, eco-lodge resorts or camping grounds
Explorers • may stay with friends and relatives in a luxury
hotel /resort or standard motel
• just needs to be clean and comfortable
segment Getting around
• likely to drive, but will sometimes take a
profile •
•
caravan
may fly, yet prefer to avoid airports
of all segments, most likely to visit multiple
locations during a holiday
• unlikely to go on daytrips
Dining
What they •
•
not looking for quality dining options
prefer accessible food - so local pub and club
food is fine
look for in • venue isn't so important, the chance to
experience different tastes is what it’s all about
a perfect Social interaction
•
•
enjoy meeting and mixing with others
mostly travel with their partners, but travel with
holiday family is an option
Holiday patterns
• more likely than other segments to think
limited holiday time restricts the distance that
can be travelled
• enjoy weekend breaks
• will take the opportunity to build holidays
around sporting or other events
17. Visit Britain segment profiles
High Street - the largest segment with 22% of Discoverers - they represent 13% of the
the population, they are aged between 26 - 35 population, are most likely to be between
and their average income is £22,150. They care 26 and 35, have children at home and be
what others think and are trend followers, rather high internet users. They are
than setters, although they like new experiences independent and not influenced by style
(new to them, as opposed to cutting edge). of brand but they are keen on value for
They'll pay for quality but only if it's tried and money and rate good service highly.
tested. More likely to take long holidays abroad They are much more likely to take a
but are attracted to bargain short breaks in the bargain break/late deal than a planned,
UK and are unlikely to go off the beaten track. A packaged holiday and are also more
third have children. They are moderately likely to weekend in England than
interested in art and culture. abroad.
Style Hounds - representing 12% of the
Cosmopolitans - the second largest segment at
population Style Hounds are young
15% of the population, they are relatively young
(most are 15 - 25) and heavily influenced
(although a third of them are post holiday) and
by brands, fashion and trends. Their
their average income is about £26K. They are
average income is £23,000. Half have no
independent and willing to try new things to get
children (so have a high disposable
new experiences and challenges, both mental
and physical. They like to be active but also income) and 45% have a young family.
They are motivated by fun and
appreciate peace and relaxation, and art and
excitement and are not very interested in
culture. On average they take over 4 short
cerebral or cultural pursuits.
breaks a year and they enjoy a wide variety of
things, especially activity/themed holidays.
18. Activity 2.
Profile your customers
10 mins
Choose one of your segments.
Have a go at profiling them.
Think particularly about what ‘difference’ they look to you for.
It may help to think about things like:
• Their mode of study. Subject area. Point in learning journey.
• What barriers, difficulties, challenges they may face?
• What might motivate, inspire, interest them and what will not?
• What do they need most from you?
See Step 3 page12
19. Step 4. Define a targeted service
offer for each customer segment
(The 4 Ps)
Define a targeted service offer based on
your segment’s needs and preferences.
Thinking about:
•Product? Which services can you offer
to meet their needs?
•Place? Where and when can the
customer use those services to best
meet their needs?
•Price? What does the customer have
to give up in order to use your services?
•Competition? Who else provides what ‘To implement the marketing concept
they need? successfully and satisfy customer
needs, different product offerings
See Step 4 page 18 must be made to diverse customer
groups.’ Jobber
21. Step 5. Transform your service
offers into customer benefits
For each service offer to each
segment identify the specific benefit
of that service offer to them.
Define:
•The difference the service will make to
them
•Why the price is worth it
•Why your service is better than the
competition Benefit: ‘An offer of some entity in
•The overall benefit of your service which they get more than they give up
offer as perceived by them and in relation
to alternatives including doing
See Step 5 page 21 nothing.’ Perla
22. Activity 3.
Define your service offers
and articulate their benefits
for your segment
15 mins
Using your customer profile:
• Define a range of service offers for your segment
(Table 1)
• For each service offer articulate the benefit (or the
difference it will make) they will make to your
segment (Table 2)
23. Step 6. Translate your benefits
into targeted messages:
AIDA principle
• Attention
Make me actually notice
• Interest
Spark enough interest to make me
read/listen further and see what this
could do for me
• Desire
Provide an incentive or something that
makes me want the benefits you are
offering
• Action
Motivate me enough to take the time /effort
to actually take up the service
See Step 6 page 25
24. Step 7. Communicate your
key messages by nurturing
customer conversations
Plan effective ‘benefit’led conversations or campaigns
to deliver your messages to your customer segments:
• Build a meaningful brand – cultural, verbal,
visual, physical, personal
• Identify vehicles to convey your messages
eg. Facebook, blogs, Twitter etc
• Consider the most effective timing
• Ensure staff buy-in and nurturing of
relationships with ‘their own audiences’
• Remember conversations are two way.
Capture the difference you are making,
articulate and share it
See Step 7 page 29
25. Targeting your offers to
your customer segments
By who they are By what we offer
University of Sunderland i-escape
Library Services Accor Hotels
27. Building brands to meet the
needs of specific segments
Estée Lauder has a total of 27 brands which include:
American Beauty La Mer
Aramis Mac Cosmetics
Aveda Michael Kors
Bobbi Brown Missoni
Bumble and Bumble Ojon
Clinique Originals
Donna Karan Prescriptives
Estee Lauder Stila
Jo Malone Tommy Hilfiger
Kiton Tom Ford Beauty
Lab Series
28.
29.
30.
31.
32. Planning your conversations
Timing
Tools
Staff Engagement
University Library Services Sunderland:
Quality Model Campaign
pinterest.com/UniOfSunLib
34. Thomson Holidays
January 2011 campaign
Thomson Holiday Campaign 2011
Are you a ….
Toe dipper?
Night owl?
Early bird?
‘Whoever you are
we’ve got your
holiday…’
35. Activity 4.
Plot your ‘conversational’
timeline
15 mins
Think about customer needs &
‘difference’ sought in relation to:
• Key academic events
• National events
36. Activity 5.
Plan your conversation
30 mins
• Plan your customer conversation
• Plan your vehicles
• Suggest ways to capture impact &
difference made
38. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for
each customer segment (to meet their
identified needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations
39. Interested to know more…
If you would like to:
• learn more
• adapt the toolkit to your own needs
• discuss the possibility of us running a full workshop for
your library
email kay.grieves@sunderland.ac.uk
blog 7steptoolkit.wordpress.com
twitter @KayJGrieves
twitter hashtag #7uoseggs
please use the hash tag to share your ideas and feedback
We’d love to
hear from you
Editor's Notes
Kay Grieves, University Library Services University of Sunderland
Hope it will all fit in …. Have to see how we go. Remember – you have your workbook which should help to explain things further. Kay Grieves, University Library Services University of Sunderland
Student Induction, Communication plan for student services, new service offer to researchers, reshaped service offer to off campus students, to rewrite library web pages, huge task – to create a service catalogue for University IT services Kay Grieves, University Library Services University of Sunderland
Kay Grieves, University Library Services University of Sunderland
READ OUT DEFINITIONS Kay Grieves, University Library Services University of Sunderland
A marketing plan enables you to document your approaches to this, it helps to clarify the process and to communicate it consistently – ensuring everyone know what you are doing and you are all pulling in same direction Kay Grieves, University Library Services University of Sunderland
Make sure you all know what you are aiming for. Ensure that your marketing plan is consistent with your service/organisational vision eg. Equity of experience at Sunderland Kay Grieves, University Library Services University of Sunderland
May be obvious but is a helpful process ….and makes sure everyone starts from the same point Kay Grieves, University Library Services University of Sunderland
Holiday example … Kay Grieves, University Library Services University of Sunderland
Segment according to your purpose .. Can segment and sub segment as much as you need to Kay Grieves, University Library Services University of Sunderland
This may be a range of service offers eg. bundles of services for researchers or you may be focussed on one eg Live Chat Kay Grieves, University Library Services University of Sunderland
THIS IS THE KEY … what is a benefit to me may not be a benefit to you – READ OUT DEFINITIONS Kay Grieves, University Library Services University of Sunderland
Plenty of books, courses on promotional side of things Kay Grieves, University Library Services University of Sunderland